The great power of brandformance marketing
Posted: Wed Jan 22, 2025 6:50 am
This is a lesser-known approach that deserves more attention. Brandformance should incorporate SEO strategies to promote the brand name. It is an effective way to attract an audience that is specifically searching for the brand name or even the competitor’s. Therefore, make sure to optimize your website and keyword strategy to include search terms that include your brand name or a variation of it. This will help you climb the SERP rankings when your audience searches for your brand name and will drive organic traffic to your website.
DRTV (Direct Response TV)
Colloquially known as “advertorial,” DRTV relies on storytelling, engagement and emotional connection to drive immediate action. This strategy requires creativity, but conversions are easily measured as campaigns unfold. While DRTV has been around for a long time, it remains very popular with certain audiences, particularly on cable television. For some brands, it can be an effective element of a branding strategy.
The best way to understand the real impact of a brandformance strategy is to analyze real cases. Let's look at two recent cases in which brandformance marketing played a key role.
Outbrain beats social and display for Weightwatchers:
WeightWatchers (WW), the world’s leading provider of scientifically proven weight loss and wellness programs, has partnered with Outbrain to increase the reach of its native campaigns. The goal was to media directors email database generate highly qualified traffic and long-term subscriptions beyond traditional channels such as social and display.
It was an ambitious goal, one that relied on well-developed imagery and powerful creative to drive emotional connection. Outbrain began by segmenting WW’s audience by interests (a cookie-less method), then building creative designed to emotionally connect with each audience group.
The next step was to measure engagement and set up a remarketing strategy to gain more signups. The strategy remained lower-funnel, with the goal of driving signups with a foundation of positive brand retention.
The results? Excellent. WeightWatchers saw a Cost Per View (CPV) 3.5 times more efficient than with social channels, and a CPV 6 times more efficient than display ads. A perfect example of how to balance branding and performance marketing to achieve record-breaking results .
DRTV (Direct Response TV)
Colloquially known as “advertorial,” DRTV relies on storytelling, engagement and emotional connection to drive immediate action. This strategy requires creativity, but conversions are easily measured as campaigns unfold. While DRTV has been around for a long time, it remains very popular with certain audiences, particularly on cable television. For some brands, it can be an effective element of a branding strategy.
The best way to understand the real impact of a brandformance strategy is to analyze real cases. Let's look at two recent cases in which brandformance marketing played a key role.
Outbrain beats social and display for Weightwatchers:
WeightWatchers (WW), the world’s leading provider of scientifically proven weight loss and wellness programs, has partnered with Outbrain to increase the reach of its native campaigns. The goal was to media directors email database generate highly qualified traffic and long-term subscriptions beyond traditional channels such as social and display.
It was an ambitious goal, one that relied on well-developed imagery and powerful creative to drive emotional connection. Outbrain began by segmenting WW’s audience by interests (a cookie-less method), then building creative designed to emotionally connect with each audience group.
The next step was to measure engagement and set up a remarketing strategy to gain more signups. The strategy remained lower-funnel, with the goal of driving signups with a foundation of positive brand retention.
The results? Excellent. WeightWatchers saw a Cost Per View (CPV) 3.5 times more efficient than with social channels, and a CPV 6 times more efficient than display ads. A perfect example of how to balance branding and performance marketing to achieve record-breaking results .